In 2011 Liip began working on a project to develop a consumer platform for the major Swiss retailer Migros. Since then, Migipedia has become one of Migros's most important communication tools.
What makes Migipedia such a groundbreaking achievement is its combination of product catalogue and social interaction functions.
The project has reached another milestone with the arrival of a centralised Migros product catalogue, which Liip also developed. It consists of a REST application programming interface (API) which provides product information – potentially for all Migros applications – supplemented with community functions and the user interface produkte.migros.ch. The catalogue is flexibly structured, its design is adapted to fit in seamlessly with that of Migipedia, and it is fully embedded in the platform.
“Integrating produkte.migros.ch into the Migipedia site has allowed us to exploit a host of synergies and in doing so, we have not had to develop a stand-alone product catalogue that would have been expensive to maintain. Thanks to the Migipedia-specific programming at the frontend, users can still enjoy the same Migipedia design.” Chris Steinacker, Senior Project Manager, Digital Marketing Strategy.
The Migros API is at the heart of the company's multichannel strategy. According to Gilbert Lordong, responsible for produkte.migros.ch: “Directly connecting user actions between the two platforms – Migipedia and the product pages of migros.ch – is completely in line with our multichannel strategy. Customers visit our various platforms for different reasons, depending on what their needs are at that moment in time. Because these platforms are all interconnected, customers benefit from the same high level of information, making their online Migros experience simple and effective."